Apparel Maker GAP Apologize for ‘Racist’ Ad

Marketing Ad Misunderstood

Apparel maker Gap on Tuesday has apologized for an image it used in an ad that some critics tagged ‘Racist Ad’ saying it was racially insensitive.

The ad in question depicts four young girls that are part of Le Petit Cirque, a traveling circus company that features boys and girls between the ages of 5 to 14. In the image, an African-American girl is posing next to a taller Caucasian girl that is propping her arm on the younger girl’s head.

racist ad 1

Image – Gap

“As a brand with a proud 46 year history of championing diversity and inclusivity, we appreciate the conversation that has taken place and are sorry to anyone we’ve offended,” said Gap spokeswoman Debbie Felix in a statement to Fortune.

Gap says it intends to remove the one image that consumers found offensive. But it isn’t planning to back away from the broader themes of that campaign.

Twitter commenters had been quick to bounce on the image, with many claiming the ad cast the black child as an armrest. And an added twist to this story: the two girls in the image are reportedly sisters.

Here’s an example of some of the feedback the image generated on social media.

racist ad 2

Image – Twitter

Gap was quick to issue an apology and is moving to replace the image with a different photo that was taken from the same photo shoot. The new image can be seen in this screenshot.

racist ad 3

Image – Gap

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Francis Nwokike

Francis is a Passionate Social Entrepreneur. Love discussing new trends in Business and Marketing. A Startup consultant. A good listener. Love to help that your business grow.

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